Behind the Scenes: Inside the Simply by Katie Web Design Studio
When I start a new project, it always begins the same way.
I take out the big rolled-up sheet of paper I store in the closet, cut off a piece, and roll it out on the floor. I always open my laptop, placing it beside me, put on a little Lily Moela, make myself a warm cup of tea, and then ease into that creative headspace where everything feels possible.
My typical set-up when I start working on a new client’s website.
Of course, because this is real life, the moment I start sketching out a homepage, my cat usually decides my pen is her new favourite toy.
And without fail, one of my kids wanders in asking for a snack or wondering why I’ve taken over the floor with their art supplies.
It’s always a little chaotic, but honestly, it’s part of what makes this process feel so grounded and personal. It’s me, in the middle of life, creating something beautiful for another woman, building her dreams too.
The Homework That Makes All the Difference
Before I ever start sketching, there’s a little bit of homework I send my clients home with that helps me understand their business in a deeper, more intentional way.
I ask them to start gathering inspiration, website examples they’re drawn to, and any brand photos they want included.
I also send over a design brief where they can share the goals of their website, metrics they will use to measure their website's success, what they want their clients to feel, who their typical clients are, and any competitors or industry websites they admire.
This part of the process is one of the most important because it shows me how their business works behind the scenes, what they value, and how they want to show up in the world. This helps me understand the role their website needs to play, whether that’s building trust, automating parts of their business, improving conversions, or creating a more aligned online presence.
All of this comes together to shape how I’ll approach their design. It becomes the foundation for every decision I make, long before I ever move into my design tool Figma or Squarespace, where their final website with live.
It’s where strategy and clarity start to form the backbone of their new website and where I begin to see the bigger picture of how this website will support their goals.
Bringing the Strategy to Life on Paper
Once I’ve gone through their homework and reviewed their design brief, the vision starts to become clear. I take everything they’ve shared, everything I’ve researched, and all those little insights about their clients, and this is where it all comes together on the page.
I always start with the homepage, because it sets the tone for the entire website.
As I sketch, I’m thinking about how their ideal visitor will move through the page, what they need to see first, and how each section can build trust and guide them toward taking the next step.
I look at their goals, the metrics they want to improve, and the story they want their brand to tell.
Then I map out where everything goes. Where photos should be placed, the layouts for the different sections that highlight their expertise and
services and create an overall experience for their ideal users.
Bringing Everything Into Figma
Once I’ve sketched things out and I feel clear on the direction, I move over to Figma. This is the part where everything starts looking like a real website.
I always start by building out the homepage first. I place the headlines, add in their photos, adjust the spacing, and make sure each section flows the way their clients naturally think and move.
It’s a mix of strategy, instinct, and… honestly, a lot of small decisions that add up to a website that feels good to use.
When the first draft feels aligned, I send the prototype to my client.
One thing I love about Figma is that it lets them click around like it’s a live website, so they can see how everything fits together long before I build it in Squarespace.
They can leave comments, ask questions, tell me what feels right or what’s not landing yet, and we fine-tune it from there.
This stage always feels exciting because we are getting closer to launch time, and it’s fun to be able to visualize everything.
A look inside Figma and how clients can leave me comments on their website design.
The Tech Stage and the Joy of Launch Day
By the time I sit down to start the development stage in Squarespace, all the creative decisions have already been made. The strategy is set, the layout is approved, the copy feels right.
At this point, it’s been a few weeks of planning, refining, back-and-forth ideas, and fine-tuning. So when I open my laptop and begin building, it feels like everything we’ve been working toward is finally taking shape.
This stage is more technical, but it’s also one of the most meaningful. Because I know what’s coming next. I know we’re getting close to launch day. And launch day is one of my absolute favourite parts of this entire process.
Launch day, is a celebration. I put on feel-good music, dance it out a little in the kitchen, and choose clothes that make me feel my best. Because launching a website is no small thing.
It represents weeks of hard work, clarity, courage, and alignment for my client. It’s them choosing to show up in a bigger, more confident way.
That final call right before we publish always feels emotional, even if we don’t say it out loud. You can feel the energy shift. The pride. The relief. The excitement. The quiet moment of,
“I did it. I got myself here.”
And then we count down together —
3, 2, 1…
and we hit publish.
It never gets old.
Wrapping It All Up
If there’s one thing I’ve learned throughout my design process, it’s that building a website isn’t just about pages, layouts, or tech.
It’s about the woman behind the business. Her story. Her goals. Her growth. The late nights, the little wins, the moments of self-doubt, and the courage to show up anyway.
Every project I work on has a bit of real life woven through it — kids popping in, cold coffee, dance breaks, quiet mornings, messy notes, and those small sparks of clarity that remind you why you started. And I think that’s what makes the process so meaningful. It’s not perfect. It’s aligned. It’s honest. And it meets you exactly where you are.
So when we finally hit publish, it’s more than a website going live.
It’s a celebration of you.
Your hard work.
Your vision.
Your next chapter.
And if you’re feeling that nudge — that little internal whisper that your website no longer reflects who you’re becoming — I’d love to support you. Spots are now open, and it would be an honour to help you build something that feels like home for your business.
Here’s to the women building big dreams in the middle of real life.
You deserve a website that supports you every step of the way.
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